You need to build a buzz for your new fashion business if you want to attract customers. Launching a fashion business requires money, time and energy. So you don’t want to launch to crickets.
In this blog post, I share 4 great ways you can build a buzz for your new fashion business without breaking the bank.
HOW TO BUILD A BUZZ FOR YOUR NEW FASHION BUSINESS EASILY
1.) RUN A PRE-SALE
By taking pre-orders, you can build buzz for your designs ahead of time, and gauge demand for your sales prior to launch. Pre-sales are definitely a lot of work – in fact, they’re practically a new product launch by themselves. However, the benefits are often worth the extra effort.
With a pre-sale, you can do a test run of your marketing. Test different channels and messages to understand where your customers are and what messages resonate with them. Test pricing and product styles and colors. Find out what kinds of questions your customers are asking before they’re ready to purchase, so that you can be fully prepared to answer them at launch.
In addition, running a pre-sale means that you can get your designs in the hands of excited customers before you fully launch. They can help you build buzz and word-of-mouth by wearing your designs and telling their families and friends about you. You’ll likely have more customer reviews and more user-generated content to work with to support your brand at launch too.
And finally, a pre-sale will help you do a test run of your logistics, too. Is your packaging well-designed? Is your shipment process efficient? Do you have a customer service plan in place for questions, exchanges, and returns? All these things will come to light once you’ve shipped out your first batch of pre-sale orders. This means you can get any issues resolved before you launch for real.
2.) SHARE TEASERS OF THE PRODUCT AND BEHIND-THE-SCENES CONTENT
It’s often easy to want to keep everything to yourself before launch. You’re afraid of showing your mistakes or lack of experience, and that’s OK. But keep in mind that when it comes to small and emerging brands, your founder story and your journey can be a powerful asset too.
Bring your community into your startup journey by sharing the steps along the way. Social media, your blog, or your email newsletter are each a great way to share this kind of content.
3.) ASK FOR INPUT
Make your potential customers feel like a part of the team by asking them for input. This can be something simple, like putting out a poll for which colors they want of a piece of clothing, or running a contest to name one of your designs. Instagram Stories is a great channel for asking for input, with their customizable Stories stickers that let you ask questions or put things up for a vote.
Once they’ve had input, they’ll feel more involved with you as a brand, and therefore more likely to help you.
4.) BUILD BUZZ VIA INFLUENCERS
Creating a great influencer strategy (and executing it well) is a lot of work. But when you do it well, you’ll see that it’s an incredibly powerful tool to drive buzz for your fashion startup pre-launch.
Especially if you’re targeting a niche audience to start, reaching the right influencers in that market means having your brand amplified to all of their followers and friends, and being associated with a trusted source. It can help jumpstart your brand when you launch, but will definitely require some pre-launch preparation and relationship-building.
Tell stories about you and your team in the design process, choosing materials, and working with vendors. Don’t be afraid to include both the ups and the downs of the journey: when you get a big wholesale order, or when you have to change manufacturers at the last minute. Sharing your decisions and experiences helps make for a richer brand that connects with your community.
Whatever you do, the key is to make sure that the influencers you work with have a very clear, solid understanding of your brand and messaging. Send them sample images, sample copy, and key messages so that they can get inspired to create content that’s a fit for you.